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Focus on increasing station membership and net income. Michal Heiplik. CDP participation. # of stations. % of audience. CDP Participants: 97 Stations & 83% of audience. CDP – Key Concepts & Services. Reporting & Analysis ROAR & other research Promotion of better practices Checklists - PowerPoint PPT Presentation
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Focus on increasing station membership and net income
Michal Heiplik
Proprietary & Confidential
CDP participation
CDP Participants: 97 Stations & 83% of audience
# of stations % of audience
Proprietary & Confidential
CDP – Key Concepts & Services
• Reporting & Analysis-ROAR & other research
• Promotion of better practices-Checklists
• Enabling scale for individual stations-Project execution
Proprietary & Confidential
National Reference File & ROAR
• October release: 59 stations• January release: 65 stations• Current statistics
-# of account records: 15 million -# of transactions: 66 million-# of active donors: 1.9 million
• ROAR distribution and feedback-Metric development-Station briefs
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Proprietary & Confidential
CDP Checklists & Business cases
Completed:• Sustainers• Matching Gifts• Vehicle Donations• Additional Gifts
Planned:• Lapsed Gifts• Web/Email giving• Major gifts• Planned Gifts
Proprietary & Confidential
Reporting & Analysis
• Revenue Opportunity and Action Report (ROAR)
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Proprietary & Confidential
Reporting & Analysis
• Station-specific practices report based on survey
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Proprietary & Confidential
Driving Scale
• Thank You Calls-33 participating stations-$1,950,000 in annual NET delivered to stations
• Vehicle Donations- 15 participating stations-$560,000 in annual NET improvement delivered to stations
• Prospecting-230,000 prospects delivered to stations-$1,380,000 in value
• Canvassing-4 stations participating (WGBH, KAET, TPT, KVIE)-6,383 new donors-910 sustainers (14%)-NET cost per donor: $12.80
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Proprietary & Confidential
DONOR ACQUISITION - CANVASSINGActive Projects
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Proprietary & Confidential
WARNING!!!
The numbers you are about to see are extremely exciting.
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Proprietary & Confidential
Cost to acquire a donor & retention
• Retention rates of donors from major markets-Mail – 45% avg.-Pledge – 17% avg.
• Cost to acquire Direct Mail donor-$37 average ($67 max)
• Investment: Cold Mail acquisition is crucial to building a sustainable membership program
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Proprietary & Confidential
Learning from Denver….
• Program running for 17 full months• Direct Mail acquisition mostly stopped
• Current Fiscal Year:
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Station
Door Knocks Completes Gifts RR Sustainer
rate Avg Gift CPM Start
Date
KRMA 462,000 171,687 15,939 9.3% 15% $57 $7.54 Aug-11
Station
Door Knocks Completes Gifts RR Sustainer
rate Avg Gift CPM Start
Date
KRMA 148,000 55,995 5,597 10% 15% $56 $7.92 July-12
Proprietary & Confidential
How it really works?
• Local station teams-Embedded within the station-Available for direct training and interaction with staff-Professional event canvassing
• Personal donor interaction-Friendly staff-Extension of the station
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Proprietary & Confidential
Personal Donor Interaction
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Proprietary & Confidential
Personal Donor Interaction
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Proprietary & Confidential
Personal Donor Interaction
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Proprietary & Confidential
Personal Donor Interaction
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Proprietary & Confidential
Personal Donor Interaction
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Proprietary & Confidential
Canvassing – CDP Solution
•Data-National Reference File used for analysis-Proper segmentation – ZIP identification-Proper coding for additional testing (thank-you card)-Data analysis-Establish PCI compliance for data -Enable electronic data entry at the door
•Management-Vendor management & quality control-Application of standards
Proprietary & Confidential
Canvassing - Update
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Station
Door Knocks Completes Gifts RR Sustainer
rate Avg Gift CPM Start
Date
KRMA 148,000 55,995 5,597 10% 15% $56 $7.92 Jul-12
WGBH 91,208 29,208 3,751 12.8% 15% $64 9.75 Jun-12
KAET 43,866 19,600 1,662 8.5% 18% $56 $19 Jul-12
TPT 39,078 12,857 1,448 11.3% 30% $72 $12 Aug-12
BIG UNKNOWN – RETENTION!!!
Proprietary & Confidential
Canvassing - retention
Station % of Sustainer Revenue % of Sustaining Donors Sustainer Avg. GiftTPT 58% 29% $11.90
WGBH 35% 14% $13.00 KAET 46% 18% $11.80
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TPT WGBH KAET0%
10%
20%
30%
40%
50%
60%
58%
35%
46%
29%
14% 18%
% of Sustainer Revenue% of Sustaining Donors
Proprietary & Confidential
Better targeting – Zip to Household
• Current Zip targeting-Utilizing models based on RMPBS-Blend of giving and area data
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Proprietary & Confidential
Better Targeting – Zip to Household
• New App development-Phase 1 release by the end of January
• Goals-Full PCI compliance-Offline performance-Collection of new data
8 Complete Dispositions8 Observation data
-Route optimization
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Proprietary & Confidential
Canvassing – Next Steps for CDP
• Retention-Work with RMPBS to stabilize retention efforts-Work with RMPBS on further retention analysis
• Data collection-Develop 100% paperless entry process-Efficiency building - Create a fully digital solution to canvassing
• Further proof of concept-Grow the test sample
8 Adding 2 more stations within next quarter-Continue developing the “turf” knowledge and data
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Proprietary & Confidential
IMPROVING RETENTION – THANK YOU CALLSActive Projects
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Proprietary & Confidential
Data Analysis
• Recent data analysis: Dec 5, 2012• Calls made: June – Aug 2011
-Gifts made Dec 2010
• Original Houston Data:
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@ 3 months @ 6 months
Lift in retention 33% 56%Increase follow-up revenue 44% 71%Additional revenue per donor $15.31 $20.64Additional revenue per donor – Y2 $5.62 $5.58
Proprietary & Confidential
Data Analysis – 4 station test
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Proprietary & Confidential
Findings
Making highly personalized Thank-You calls is very effective.
Process of making the Thank-You calls is highly inefficient and costly.
National opportunity: $4.5 million per YEAR
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Proprietary & Confidential
CDP Project: Improving Retention
• CDP enables scale for stations-Guaranteed adherence to best practices and production schedules-Modeling of most cost-effective calling groups-Continuous testing of new approaches with single focus
• Participation process:-Station signs a one-page project agreement-CDP executes the calls based on National Reference File data-Station realizes a 15:1 ROI
• Project status-33 stations participating (21 in review)- Impact (Annual): $1.9 million
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Proprietary & Confidential
VEHICLE DONATIONSActive Projects
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Proprietary & Confidential
CDP Project: Vehicle Donations
• Current landscape-3 major vendors (brokers) – CARS, VFC, CarTalk-No downside risk with full service offering-30-40% of vehicles sold to recyclers-Revenue share averaging between 60-75% net
• CDP Opportunity-Biggest US auction vendor- Improved processing standards & donor relationship-Complete marketing assets-Switch to flat-fee pricing without any revenue sharing
8 $50 per car minimum-Averaging 83% NET
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Proprietary & Confidential
Calculating Your Own Savings (Example)
• Excluded assumptions-Higher sales prices will likely be achieved-Actual current cost is likely higher – averages-Growth based on increased marketing/awareness
• Overall potential: $1.9 million32
Revenue from
Vehicle Donations
Cost Station Share Net Savings
Now $100,000 $30,000 $70,000 70%
CDP $100,000 $17,000 $83,000 83% $13,000
Proprietary & Confidential
Vehicle donations
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• Marketing materials in place-Spots: http://www.youtube.com/user/CDPCommunity -Web elements-Detailed marketing guide
• 15 stations participating (13 in review)
• Impact (Annual): $560,000
Proprietary & Confidential
Future Projects
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Proprietary & Confidential
CDP: Future Projects
• Member Benefits -Truly national offers (50,000+ benefits)-White-label approach with station focus-Active member communication supported by “smart” data-Approx. $0.50 per member
• Member Transfer-Goal: Seamless integration of moving members
• Matching Gift follow up- Initial research: No solid data source for employer information-New test: reminder – mail/call & complete follow-up
• IP Targeting-Supporting offline communications with online tools-25-32% response lift (6:1 ROI)
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Proprietary & Confidential
Questions
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THANK YOU!
Michal [email protected]
(617) 300 – 3217
cdpcommunity.wordpress.com